By
Veronica Carbonell
Are you kickstarting your political campaign and want to make sure you are effectively conveying your message to voters? In campaign branding, fonts can be just as powerful as colors and even photos.
Think of fonts as a tone of voice. Bold, capitalized and italicized fonts can be used for emphasis in headlines, name recognition ads, and personal messages. Like quotes or campaign slogans, they draw the eye.
Below, we will discuss some of the most commonly used fonts, as well as how and when to use them to communicate the emotions and values of your candidacy clearly and effectively.
Sans Serif
San serif fonts are characterized by very clean, straight lines that are simple and modern. The beauty of the sans serif font is that it provides a sleek, practical, and no-nonsense look that is also bold, fresh, and uncompromising. San serif fonts are a great way to make blocks of text legible and clean to the eye.
Serif
Serif fonts include slight line flourishes at the top and bottom of each letter – a decorative element that conveys a classical, even literary style and feel. Serif fonts portray sophistication and experience.
Block
Every great digital ad and mailpiece needs an eye-popping headline, and a block font is a great way to achieve that. Block fonts are bold, sometimes capitalized, and deliver a great deal of impact when deployed successfully. A great font style for any candidate looking to make a statement, block fonts communicate confidence in your powerful message.
Script
Script fonts can bring a personal and unique flourish to your campaign copy. A beautiful marriage of modern elegance, formality and fun, the script font works beautifully when paired with simpler fonts to convey emphasis and provide visual interest to your advertising.
Pro-tip: Never use more than two fonts per piece – you can bold or italicize your fonts to add emphasis and contrast without creating a piece that is too busy.
While font types can all serve different purposes, they can also work in tandem to create a visually stunning ad. For example, using both serif and sans serif fonts brings both a modern and established look to your piece, letting the voter know that you’re open to all ideas that come your way. The visual contrast is much more exciting and intriguing to the eye. You can also use fonts to differentiate between two different types of text. Often, campaigns use serif fonts for longer portions of text, as they tend to be easier to read. They then use serif or block fonts for the callouts or headers.
The combination of block and script fonts also serves a very similar purpose by not only being visually appealing and interesting, it lets the voter know that your candidacy cannot be defined by just one attribute. Your campaign is innovative, forward thinking, and willing and ready to listen to those who came before you.
If you’re ready to apply your newfound knowledge of fonts to your campaign, make sure to check out our digital and mail templates, which provide a wide array of fonts to make it easy for you to convey your message to voters. Don’t hesitate to email us with any questions at: [email protected]. We are always here to help!
While programmatic advertising (a process of buying digital ad space through real-time bidding and automation) has become a cornerstone for reaching voters, relying solely on this method — or any method — falls short of the maximum reach available to many campaigns. Embracing a multi-channel approach is essential to maximize
This month, our team is exploring the latest social media trends, email security changes (and their impacts for campaigns), and how political ad spending is shaping the advertising industry as a whole in 2024. First look: Meta won’t recommend political content on Threads. Meta, the parent company of Facebook and
In January’’s “What We’re Reading,” the SpeakEasy team is all about content — how to produce it, where folks are consuming it, and which ad formats are successfully shifting audience behavior. Dive in here: Why vertical videos make a difference in your content. With 57% of global video views coming from mobile